This is the presentation I gave at the PR 2.0 Forum in Duesseldorf http://www.pr20forum.de/

1. CHALLENGES FOR
PR IN THE
REAL TIME WEB
@ironmauro | Burson-Marsteller
Düsseldorf, April 13 2010

2. TH E S O C IA L W E B IS
C HA N G IN G T H E P R
IN DUS TRY

3. HO W A BOUT TH E
REAL TIME W E B
TH EN ?!

5. Photo by jzawodn - http://flic.kr/p/utzZ7

8. REAL TIME
WEB
( W h at t h e h e l l i s t h at ? )

9. “ I t h a p p e n s w i t h o u t w a i t i n g .”
D av e W i n e r

10. REAL TIME
SOCIAL WEB
(s am e t h i ng + f r i e n d s? ! )

11. “ P e o p le c h e c k i n g
W H O ’s s a y i n g W H AT
and f ro m WHERE.
R i g h t N O W.”

12. W h at ’s o n
yo u r m ind?

13. W h at ’s
h a p p e n i ng?

14. W here
ar e y o u ?

15. R I G H T. N O W.

16. #1
M I C RO B LO G G I N G
+ S T AT U S
U P D AT I N G

17. Photo by cizauskas - http://flic.kr/p/7u5UZ2

18. “ W e h av e b e e n l o s i n g o u t
t o Tw i t t e r i n t h e r a c e t o
m e e t w e b u s e r ’s d e m a n d
f o r r e a l t i m e i n f o r m at i o n .”
L ar r y Pag e , G o o g le f o u n d e r
Via Guardian.com, May 19th, 2009 http://bit.ly/bhzIb9

24. #2
REAL TIME
S E A RC H

25. “S EARCH is s till an UNSOLVED
P RO B L E M a n d w e ' re co m m i tte d to
m ak i ng i t fa s t e r a n d e a s i e r fo r
p e o p le t o a c c e s s a g r e at e r d i v e r s i t y
o f i n f o r m at i o n , d e l i v e r e d i n R E A L-
T I M E , f r o m a c r o s s t h e w e b.”
A m i t S i n g h a l , G o o g le
Posted on Google Blog on July 12, 2009: http://bit.ly/bkZBlL

27. Photo: http://googleclassic.net/

31. Does the average Internet user recognise
and understand real-time results?
Are consumers finding and clicking on
real-time results?
What are they saying about real-time results?

32. Source: Search Gone Wild, 2010 http://bit.ly/cDFB9p

33. 73% had never heard of real-time results
Only 25% of consumers cared for the real
time results compared to 47% of the
information foragers
Only 55% of the participant could easily find
the real time results.

34. Mark Carey’s TwitterGoogle Plugin: http://bit.ly/dCOX3R

35. #3
L O C AT I O N - B A S E D
SERVICES

37. Photo by nanpalmero - http://flic.kr/p/7KE7wk

38. Photo by Simon Wicks - http://flic.kr/p/7xabCR

41. Hoping to increase foot traffic to the store?
Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM

42. Hoping to increase foot traffic to the store?
Want to sell more of a particular item?
Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM

43. Hoping to increase foot traffic to the store?
Want to sell more of a particular item?
Want more patrons at certain times of day?
Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM

44. Hoping to increase foot traffic to the store?
Want to sell more of a particular item?
Want more patrons at certain times of day?
Want to promote a specific product?
Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM

45. Hoping to increase foot traffic to the store?
Want to sell more of a particular item?
Want more patrons at certain times of day?
Want to promote a specific product?
Looking for new customers acquisition?
Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM

46. Hoping to increase foot traffic to the store?
Want to sell more of a particular item?
Want more patrons at certain times of day?
Want to promote a specific product?
Looking for new customers acquisition?
Looking for repeating customers loyalty?
Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM

47. #4
AU G M E N T E D
REALIT Y

54. RT W + A R = O M G ! ! !

55. 7 DEADLY
PR SINS IN THE
REAL TIME WEB AGE
Photo: Wikimedia http://bit.ly/amqwex

56. PRIDE
#1 STILL
PRETENDING TO
KEEP CONTROL

57. “ I n 2 0 0 9 m o r e d at a w a s
g e n e r at e d b y i n d i v i d u al s
t h a n i n t h e e nt i re h i s to r y
o f m a n k i n d t h r o u g h 2 0 0 8.”
Andreas W eigend,
fo r m er C h i ef S c i e nt i s t @
A m a z o n .co m

58. H O W D O YOU
MONITOR
SPLINTERNET ?

59. Define your company’s potential “social
circle”
Select only relevant platforms for your
market
Check for monitoring tecnologies available
(language is a big issue!)
Periodically adjust your monitoring panel

60. S LO T H
# 2 WA I T F O R T H E
PR AGENCY TO DO
THE JOB

62. PR account spots a twitter mex to handle
Account emails “client” (Ext. Rel. Manager)
“Client” sends email to colleague to check
Colleague replies to “client”
“Client” gives PR account the green light
PR account replies to twitter message

63. ENTIRE
PROCESS TOOK
6 HOU RS

64. C L I E N T- S U P P L I E R
Vs
P A RT N E R S

66. LU S T
#3 DESIRING
SOCIAL MEDIA
BUT NO REAL
COMMITMENT

68. W OU L D YOU
O U T S O U RC E S E X
I N Y O U P R I V AT E
LIFE?!?

70. GREED
#4 DOING IT
F O R T H E R O I, N O T
FOR THE GOOD

72. WAS I C H N I C H T
W E I S S, M A C H T
MICH NICHT
H E I S ...

73. Define Social Media ROI your way in
advance
Anticipate the ROI you expect and plan
budget accordingly
Get PR into the online marketing mix

74. ENVY
#5 FOR THE PR
D I S I N T E R M E D I AT I O N

76. “ 2 y e ar s f r o m n o w - i f I
s t i l l h av e a D i r e c t o r o f
S o c i al M e d i a – I s h o u l d
be fire d!”
B r i a n Wa l l a c e ,
V P D i g i t a l M ar k e t i n g & M e d i a , R I M

78. W R AT H
# 6 F O R P R I VA C Y
INFRINGEMENTS

79. Privacy law is failing to keep
pace with technological change.
In a world of 'publish first, think
later', can corporate guidelines
and policies still help preventing
privacy-related issues?

81. G LU T T O N Y
#7 FOR MORE AND
MORE COVERAGE
UNTIL
I R R E L E VA N C E

83. 1.7 billion irrelevant press release emails
estimated to be received in total each year
by UK and US Journalists alone
78% of press release emails are received by
Recipients to whom they are irrelevant
55% of Recipients have taken action to block
a sender of news

84. Source: http://inconvenientprtruth.com/

86. LET ’S FIGHT
R E A L-T I M E
I R R E L E VA N C E !

87. WE AIN’T SEEN
N O T H I N G Y E T.
Photo by niallkennedy - http://flic.kr/p/5PPcZ

88. Thanks!
www.linkedin.com/in/mauroturcatti